Wine Enthusiast is a manufacturer of high-end wine fridges & accessories and has been an industry leader for over 40 years. Wine Enthusiast has been engaged with Amazon for over 3 years across both Seller and Vendor Central while selling over 2,000 wine and bar related products.
Challenges
- Transition Wine Enthusiast from a Vendor Central to Hybrid Amazon Selling Model
- Segmentation of catalog between Vendor and Seller Central based on fees and cost
- Identifying proper categorization for over 2k SKUs
- Managing advertising spend across Vendor and Seller Central Accounts
- Wide and diverse catalog of products in multiple categories
Solution
- Identified the ideal segmentation of their existing assortment based off profitability and pricing issues
- Entered popular products into the Channel Key Jumpstart program to improve listing copy, images, categorization and advertising strategies
- Created comprehensive strategies for Sponsored Product Ads and Sponsored Brand Campaigns in both Seller and Vendor Central
- Crafted both A+ Content and Enhanced Branded Content for high trafficked listings to improve conversion
- Successfully renegotiated better terms with the Amazon Vendor Central Team
- Reorganized the catalog to focus on selling premium wine fridges and wine accessories
Results
- Optimized their Seller Central business and experienced 1,000% growth in the first 12 months
- Achieved a blended RoAS of 18.5% between both Seller and Vendor Central
- Successfully leveraged a mix of FBA and FBM to improve margins
- Grew Buy Box Win Rate from 1.27% to 26.05%
- Increased the Average Unit Retail Price by 70%
- Grew conversion rates by 96% YoY
